SINGAPORE, 24 August 2026: Digital travel platform Agoda maps the destination searches made by European to identify the most popular destinations in Asia, based on data from April to June 2026 for travel during July and August.
For Europeans, July and August mark the height of summer and a peak travel period, when schools break and holiday plans come to life. In 2026, Thailand retains its crown as the most-searched Asian destination among European travellers for the second consecutive year, Indonesia shifts to second place, and Japan takes third.
The findings are based on Agoda’s accommodation search data for European travellers considering summer accommodation stays across Asia. Indonesia’s jump from third place last year to second place this year reflects sustained global interest in Bali and growing curiosity about the wider archipelago. Japan remains firmly in the top three and continues to attract notable interest across European markets. Vietnam’s rise to fourth from fifth place last year underscores its growing profile as a must-visit destination, while Malaysia rounds out the top five.
Across the top 20 destinations, India saw the most notable year-on-year growth in European searches at 14%, followed by South Korea at 13% and Vietnam at 12%. These three markets stand out as the region’s fastest-rising for European summer travel interest, pointing to a growing appetite for diverse itineraries beyond Asia’s traditional hotspots.
Across destinations seeing interest from European travellers, the perennially popular Bangkok and Bali take the top two spots for the second year running, with Samui Island cementing its place at number three, Tokyo at four and Pattaya rounding out the top five spots.
In Europe, the top five origin markets of France, Germany, the UK, the Netherlands, and Spain remain consistent from 2025 to 2026, a sign that Europe’s most enthusiastic Asia travellers are as keen as ever.
However, other European markets have also seen growing interest: Türkiye leads with a 39% increase in Asian destination searches, followed by Hungary (22%) and the Czech Republic (16%). This signals that interest in Asian travel is spreading further across the European continent, with Central and Eastern European travellers increasingly joining the Asia-bound wave.
Agoda Senior Vice President, Supply, Andrew Smith said: “What stands out in this year’s data is how broadly European interest in Asia has grown. We’re seeing increasing travel appetite from Europe to Southeast Asia, Northeast Asia, and South Asia at the same time, pointing to expanded enthusiasm for the region. That same curiosity is showing up at the city level too, with more travellers venturing beyond the well-known capitals to explore coastlines, islands, and destinations that feel a little more off the beaten path. At Agoda, as Asia’s travel expert, we are excited to help more travellers discover their own version of Asia, wherever that takes them.”
(Source: Agoda)
